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Guidebook #21:

Writing a Company Slogan & Mission Statement......................................... 5

Writing a Slogan ........................................................ 6 Common Denominators of Great Slogans .................7

Great Slogans ALSO . . . ...............................................................7 Bad Slogans . . . ..........................................................................10

Popular Slogans ..................................................... 13

Writing a Slogan for Your Company or Product ............................14

The Importance of Having a Well Defined Mission Statement .................................................. 15 How Long Should Your Mission Statement Be?...... 17 Writing "The Perfect" Mission Statement in Four Easy Steps ..................................................... 18

Examples ....................................................................................20

CONCLUSION........................................................ 23

A Short Story About the Meaning of Life .....................................23 Writing Down Your Misssion Statement .......................................26

2 1 Company Slogans & Mission Statements

HARRY'S PET SUPPLIES . . .

" " " " #

"If it eats we can help" "Keeping pets alive" "Dog gone it we luv U" "A Pet Lover's Paradise" "At HPS we care"

"How about this . . . Harry's Pet Supplies: You breed it we feed it!"

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2 1 Company Slogans & Mission Statements

"You want a sports car. I want a beach condo. But as long as we have each other, those things just don't matter."

Smallbusinesstown.com

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2 1 Company Slogans & Mission Statements

WRITING A COMPANY SLOGAN & MISSION STATEMENT

IF YOU develop a strong purposeful identity for your company, you will discover that people will go out of their way to be associated with you, will buy whatever it is you're selling just to get a piece of you, and will likely stay loyal no matter what the competition tempts them with. The reason for this phenomenon is that people attach themselves to companies and products that help give their lives meaning. More bluntly put, people attach themselves to most anything that gives their life meaning. We all search for meaning. We read fortune cookies. We watch talk shows. We call Pschyic Hotlines. However, you can well imagine that developing this powerful magnetic company identity by creating meaning in people's lives is no simple task. It's even difficult to know where to begin.

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2 1 Company Slogans & Mission Statements

WRITING A SLOGAN

actually sells

inspire entire promotions $% ONE OF the first steps to building a magnetic company identity is to come up with a liven up letterhead $% company slogan. Slogans are motivate customers to buy $% words or phrases used to sum up FAMOUS and express the spirit or aim of a SLOGANS single-handedly change the $% company, and unlike a company publics perception of a company Only you can prename, logo, or trademark, can from being "boring" and just like vent forest fires. easily be changed to reflect new everybody else, to that of being Smokey the Bear marketing strategies. This is their "cool" and finely tuned into their It's the real thing. greatest strength. needs Coca Cola supplement lack luster company $% More specifically, slogans can Just slightly ahead names be used to: of our time. zero-in on target markets $% add pizzazz to logos $% Panasonic add punch to order forms $% consolidate company philosophies $% give details about what a company $% 6

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2 1 Company Slogans & Mission Statements

COMMON DENOMINATORS OF GREAT SLOGANS

uniqueness of ideas tend to reflect a company's mission $% statement

tie $% in well with a companies name and GREAT SLOGANS are difficult to forget aflogo ter being heard only once, are neither genuse as few words as possible $% eral enough that they don't mean anything or specific enough that Great Slogans Great Slogans ALSO . . . they pigeon hole your business, and are difficult to Appeal to peoples emotions or are not forced, artificial or contrived. forget after besense of pride in a positive Furthermore, great slogans: ing heard only manner. beg to be chanted or sung to $% once. "Known by the company it keeps." oneself & others (Seagram's Canadian Vodka) create vivid pictures in their reader's $% E. Seagram & Sons Inc. Liquors mind "Only the rich can afford poor windows." get $% advertised free by word of mouth Andersen Corp. summarize completely their field yet $% Direct people to act. also provide identity through 7

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2 1 Company Slogans & Mission Statements

"Take a bite out of Crime." Crime Prevention Coalition Rapids-Standard Co. Inc.

Mention their company name. Feature great benefits.

"Mends everything but a broken heart." Fix-All Liquid Cement Co. "We bring the world closer." AT&T FAMOUS SLOGANS "Everyone needs the Sun." Sun Insurance Co.

Invent new concepts.

"Welcome to Miller time." Miller Brewing Co.

Invent new words.

"Don't just fertilize . . . Spencerize." Spencer Chemical Div., Gulf Oil Corp. "It's wise to conveyorize." 8

"Let Hertz put you in the driver's Get a piece of the seat." Hertz Corp. Rock. Prudential "Merrill Lynch is bullish on America." Merrill Lynch Have you driven a Ford . . . lately? "SCHIFF. A history of quality nutriFord Motor Co. tion." The instrument of (Vitamins) Schiff Products the immortals. Steinway & Sons Mention their markets. "America's best read weekly." Liberty Magazine "Exercise equipment for the next

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2 1 Company Slogans & Mission Statements

generation." IMAGE Exercise Equipment. "First in Chicago." Daily News

Use alliteration.

"Look to Lockheed for leadership." Lockheed Corp. "Power without Powder." (air gun) Crossman Arm Co. "Strength, safety, style and speed." (Hudson) American Motors Corp. Great Slogans use detail.

Mention their products.

"Best of all . . . it's a Cadillac." (Cadillac) General Motors Corp. "I saw the Haver Lite." (miniature flashlight) Haverhills "Let Big Daddy write it for you." (pen) Haverhills "The magazine of Western living." Sunset

Use detail.

"99 44/100 % pure." Ivory soap

Use humor.

"Correct mistakes in any language." (erasers) Eldon Roberts Rubber Co.

Mention their services. Use movie titles.

"The greatest show on earth." Barnum & Bailey Circus 9 "A diamond is forever."

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DeBeers Consolidated Mines Ltd. Brown Co. "The pressure cooker people." National Presto Industries Inc.

Use rhymes.

"Miles of Smiles." Sherwood Bros.' "Powered by Howard." (motors) Howard Industries Inc.

Use the word you, yours, or yourself.

"Vote yourself a farm." Abraham Lincoln (1860)

"Takes a licking but keeps on ticking." Great Slogans Timex Corp. use the word "Travel light, travel right." "people." (luggage) Atlantic Products Corp.

Use puns cautiously.

"A pen is only as good as its point." C. Howard Hunt Pen Co.

Use the word people.

"The can opener people." Dazey Products Co. "The lawn people." O.M. Scott and Co. "The paper people." 10

"The pencil that uses its head." Samuel Kanner

Bad Slogans . . .

Have confusing puns.

"All good things come in pears." Oregon-Washington-California Pear Bureau

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2 1 Company Slogans & Mission Statements

If the above pun was spoken instead of read, you might not realize that it was trying to promote a prominent fruit group. In general, don't use a pun unless both meanings significantly add to your company image. "From mine to market." La Belle Iron Works Likewise, here is another example where the pun does not really say anything interesting about its company.

Feed company ego not the ego of their customers.

"A magazine with a mission." Hearst's Magazine

This slogan talks about company needs being fulfilled not consumer needs. In your slogan, you must tell your potential consumer what's in it for them, not Bad Slogans are yourself. longer than they Fail to create a strong identity. need to be. "NEC and me." (printers) NEC Information Systems Inc. In the above slogan, an attempt is made to create feelings of closeness between company and consumer. But without a visual, this connection is difficult to make. You need to associate a powerful image to

Are longer than they need to be.

"It tastes good to the last crumb." (pumpernickel) Geo. F. Stuhmer Co. This slogan might be stronger if it simply read, "Good to the last Crumb."

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make a powerful word like me, work. For example: "Any mail for me?" by Eaton Paper Co. creates an image readers can identify with. How many times have you come home and asked that same question? Rain & Hail Insurance Bureau.

Are too general.

"The user friendly company." Sterling Software Marketing Every software company tries to sell user-friendly software. This company needs to distinguish itself more.

If you are having difficulty capturing the essence of your product or business in a good one-liner, don't settle for an angle that really doesn't say what you want to say. A good slogan should be "heard once and remembered forA proverb [sloever," but the above slogan will be gan] is a short sentence based forgotten the moment after it is read. The image it tries to create is on long too complex and confused by the experience. awkward use of can't remember and MIGUEL DE forget. It is possible to save this CERVANTES slogan by changing it to: "A man who can't remember his last hailstorm is due for one he will never forget."

Create images that are unclear.

"A man who can't remember his last hailstorm is likely to get one he will never forget." 12

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POPULAR SLOGANS

Inc.

"Breakfast of Champions." THE FOLLOWING collection of slogans is Wheaties Breakfast Cereal worth reading just for the fun of it, and also to gain insights into what "Don't swap horses in the FAMOUS SLOGANS makes a slogan stand the middle of the stream." test of time. You've probably Don't leave home without it. Abraham Lincoln, 1864 heard any one of these slo- American Express "For relief you can trust." gans at least once. Good to the last drop. (Tylenol pain reliever) "A chicken in every pot, a Maxwell House McNeil Consumer Prodcar in every garage." ucts Co. Built for the human race. Herbert Hoover, 1928 Nissan Motor Corp. "Is it live? Or is it Memo"A million Americans can't Only you can prevent forest fires. rex?" be wrong." (Memorex recording casSmokey the Bear (Father & Sons shoes) Ensettes) It's the real thing. dicott Johnson Corp. Memorex Corp. Coca Cola "A woman never forgets the "Let your fingers do the Just slightly ahead of our time. man who remembers." walking." (Whitman's Chocolates) Pet Panasonic Yellow Pages AT&T 13

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"Shop at Sears and Save." Sears, Roebuck & Co. "That's Italian." (Ragu Spaghetti Sauce) Ragu Foods Inc. "We are driven." (Datsun) Nissan Motor Corp. "We bring good things to life." General Electric "We shall overcome." In support of civil right for black Americans. NOTE For an extensive list of slogans, consult Lawrence Urdang's and Ceila Dane Robbins' book titled, Slogans (1984 Gale Research Company). Slogans is a collection of more than 6,000 slogans, including rallying cries used in advertising, political campaigns, popular causes, and movements to urge people to take action. 14

Writing a Slogan for Your Company or Product (simplified format) Company Name followed by greatest benefit.

EX: "At ROBERTSON'S, our consultants save you money."

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Company Slogan

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THE IMPORTANCE OF HAVING A WELL DEFINED MISSION STATEMENT

WITHOUT PURPOSE . . . goals, ambitions and dreams, aren't worth the paper they're written on. Without direction, a plan of action, no matter how carefully written, is simply a bunch of words ruining a perfectly good sheet of paper.

well as the same vision that you have for the future of your business. If given the serious consideration it deserves, it will reward you repeatedly by enhancing your company identity and position within the marketplace. In other words, a mission statement is NOT a few loosely jotted down ideas, a long list of tasks that need to be completed, nor something that just pops into your head while sipping a good martini. It is a simple, clear, introspective yet practical statement of purpose that helps you focus your entire business and helps you recognize exactly what business you are in. Every organization needs a mission statement and many require one for every business unit that is part of their organization. Some experts even go as far

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For purposes of action, nothing is more useful than narrowness of thought combined with energy of will. HENRI FREDERIC AMIEL

A MISSION STATEMENT is an attempt to give your goals and dreams tunnel vision. It is aimed at getting all members of your organization to pull in the same direction, sharing the same view of your company's goals and philosophy, as 15

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to say that EVERY business decision should be in some way or another fundamentally based on your mission statement. NOTE A mission statement is the backbone of a strong marketing and promotion effort. It is also quite useful for communicating to customers, employees, suppliers and investors exactly what A mission statement is the your company is about. backbone of a ! strong marketing and promotion effort.

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HOW LONG SHOULD YOUR MISSION STATEMENT BE?

WHILE a plan of action or customer service policy may be one or many All truly great successes pages, your mission statement have had simple strateshould be no more than 25 to gies, strategies that 80 words and usually no more cannot be easily forgotthan one to two sentences. ten, and strategies that However, although short, keep can be easily communiin mind that a mission statement is a highly crafted work of cated to others. ART that will demand a consid- SUPERTIP erable amount of time and energy to be refined and transformed into the masterpiece it needs to be.

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WRITING "THE PERFECT" MISSION STATEMENT IN FOUR EASY STEPS

THERE ARE four basic steps you should follow when writing a mission statement: FIRST state who you are, SECOND state where you want to go, THIRD state how you plan to get there, and FOURTH state why you need to do it. For a business, this involves clarifying exactly what business you plan to go in, targeting who you plan to sell to, stating what it is you plan to sell, and linking all these intentions to a compelling reason (see page 20 for example).

STEP 1 ­ State who you are ­ i.e., what business you plan to go in. More

specifically, include the following: your &% company name areas you will specialize in &% highlights of your customers service &% policy values that will guide your daily deci&% sions

STEP 2 ­ State where you want to go ­ i.e., who you plan to sell to. More

specifically, clarify the following: markets you wish to target ­ your mar&% ket niche clientele, individuals or businesses you &% hope to serve where your markets are located ­ their &%

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nature and geography long &% term company goals ­ where you want your company to be in five or ten years

STEP 4 ­ State why you need to do it ­ i.e., link the intentions of your mission statement to a compelling reason. There is an old saying that is as fol-

lows: "If the why is important enough, then STEP 3 ­ State how you plan to get no how is too difficult. In other words, very there ­ i.e., what you plan to few people would hang-glide off the There is an old sell. More specifically, include the Empire State Building for a tidy sum saying that is as of ten thousand dollars. But if it following: follows: "If the meant saving their loved ones, products and services you will &% why is important many would be the first in line. offer enough, then no The key ingredient that turns a customer needs your company how is too diffi&% "so so" mission statement into one cult. will meet that makes you misty eyed whenkey &% benefits of using your prodever you think about it, is not a well ucts or services thought-out list of company policies, targeted markets or amazing new products, what skills and talents you have that &% but rather a "why" that makes it all worthmake you superior to the competition while, a little piece of magic that perhaps how &% you plan to beat the competition comes to you in the middle of the night ­ a 19

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seed which allows motivation to blossom. NOTE To "make a profit" or "provide myself employment" is not a satisfactory answer to this final important step of writing "the perfect" mission statement. Although both these statements may be true and one of the main reasons why you went into business in the first place, they don't belong in a masterpiece. EXAMPLE 2 A mission statement for the original Star Trek series: "These are the voyages of the Starship Enterprise. It's

EXAMPLE ­ THE 4 BASIC STEPS TO WRITING A MISSION STATEMENT STATE WHO YOU ARE Pure Passion Pasta Shop STATE MARKETS YOU WILL SERVE individuals, organizations and restaurants looking for fresh, superior pasta products STATE PRODUCTS YOU WILL SELL additive and preservative free pasta products STATE REASON WHY to serve more nutritious pasta

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Examples

EXAMPLE 1 A mission statement for Pure Passion Pasta Shop: See FIG. 1. "We at Pure Passion Pasta will prepare and provide the finest quality all natural pasta products, made without additives or preservatives, to individuals, restaurants and organizations who choose to serve nutritious, delicious fresh pasta." 20

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five-year mission, to seek out new worlds and new life. To boldly go where no one has gone before." "Our goal is simply stated. We want to be the best service organization in the world." EXAMPLE 6 A mission statement for Whitefield Markets: "Whitefield Markets' goal is to be the lowest cost provider of quality foods and groceries in the West Orange area." EXAMPLE 7 A mission statement for Velvet Green Nurseries: "Velvet Green Nurseries goal is to provide a full range of high quality wholesale and retail nursery products to professional landscapers and discriminating homeowners." EXAMPLE 8 A mission statement for the Smith Packing Company: "Smith Packing Company's mission is to be the lowest cost producer of pork products in Delaware."

EXAMPLE 3 A mission statement for the Johnson Corporation: "The Johnson Corporation of Ohio is dedicated to maintaining its position as a leader in providing quality insurance and financial service products to businesses and To boldly go individuals through a staff of highly where no one trained people sharing a tradition of has gone before. integrity and service to its clients." EXAMPLE 4 A mission statement for Budget Travel: "Budget Travel provides economical vacation travel and related services to customers in the greater Chicago area, who expect efficient, problemfree travel arrangements at a low cost." EXAMPLE 5 A mission statement for IBM: 21

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NOTE Writing a mission statement is not the same as writing objectives or goals. Objectives are the long-term results you want you company to achieve ­ they are realistic, specific, measurable, consistent and time limited. Goals are the steps you're going to take to reach those objectives ­ they specify how, when and All great underwhat. takings start ! with a great purpose. SUPERTIP

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CONCLUSION

A MISSION STATEMENT is the foundaRead the following short story that strives tion, upon which all good businesses are to underline the importance of knowing and built, and like a good foundation, it doesn't understanding your mission in life. have to be fancy, but it must be solid. An unrealistic or confusing mission statement The Naked Peach can lead to indifferent employees, A mission state"Aikido is the way of union with pilferage and poor customer relament is the foun- Ki," said Adam Chu as he froze in a tions. Employees and customers dation, upon peculiar looking pose. "It is not the need to reassure themselves that which all good way of union with someone else's you know exactly what you are dobusinesses are Ki, but the way of union with the Ki ing and more importantly exactly built of the Universe. It is taught that where they fit into your master each person has unique individuality plan. and thought, and thus is impossible to join NOTE A clear mission shared with emwith another's Ki." Adam moved to a secployees and customers has been shown to ond pose, grunted, and then continued his create high employee morale, efficient opsolemn oratory. "The ultimate purpose of erations and more loyal customers. Aikido is therefore through proficient training to become ONE with the universe. 23

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A Short Story About the Meaning of Life

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What you must understand is that the law of the universe IS one. That the absolute universe is also one. And that everything we do must conform to this law. We must ALL strive to become ones . . . not twos!" toon characters. "The universe," he continued, "May be regarded as an infinite gathering of infinitely small particles. In the Orient, they call this Ki or Buddha. Here, we call it God. The idea is the same."

"Does this mean you aren't going Adam suddenly broke his martial out with me Friday night?" queried Adam suddenly arts pose, flexed his neck muscles, Isabella Bronston, as she began broke his martial and then meandered over to Isastripping the skin off a peach. "To arts pose, flexed bella. "Trillions of years ago," he said, trying to look forceful and seritell you the truth," she continued his neck musous. "The absolute universe was softly. "I don't care for martial arts, cles, and then Kung Fu, Bruce Lee, Ninja Turtles, meandered over one. Then two opposing forces appeared and the relative world was whatever or whomever . . . but exto Isabella. born. In the Orient, this dualism is plain to me, because I know you will anyway . . . what's kicking people in the called yin and yang . . . in the west, plus and minus . . . and in our case . . . boyface got to do with us?" friend slash, girlfriend!" "Aikido is defensive not offensive!" "So what's your point Jack?" snapped Adam, befuddled she had so easily classified him along with radioactive car24

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"My point is . . . like JACK Palance said in City Slickers . . . remember JACK . . . the guy who did those one handed pushups at the Oscars?" the universe," he whispered carefully restrained. "That's what I'm good at."

Snatching the peach out of her hand, he quickly split it in half, popped one half in his mouth, then in one easy motion tossed Isabella nodded grudgingly. the other half back to her, and once again "My point is . . . we must all froze in another peculiar looking search for the one thing we're A journey of a pose. good at. The one thing that comthousand miles, pletely sums up and directs our Isabella promptly leaned back begins with one life." against a nearby tree, and pouted, step. wondering how long it would take CHINESE "Hmph," chortled Isabella. "So for the new love of her life ­ a guy what's your one thing Adam Chu . . . PROVERB who thought he knew everything ­ Adam CHU who thinks he's the to finally notice and comment on her new coolest guy to ever walk the earth?" Versacé outfit. And then, she sighed, when the time was right, when the sun was at Adam leaned dangerously close to her, exactly the necessary angle, when the close enough that he found it difficult to wind was blowing gently from the south; think under the intoxication of her perfume. when he would finally submit to what they "To suck on a peach ALONE at the edge of 25

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both so desperately wanted ­ their first and most everlasting kiss. THE END

Writing Down Your Misssion Statement

IF YOU are intimidated by the necessity for careful refinement in the development of your mission statement, DON'T BE. Write something down right now ­ anything ­ on a scrap piece of paper (or type into the box below). Make the effort today, post it on your refrigerator, and than perhaps tomorrow you will be rewarded with insight. And if not tomorrow . . . then let it sit in your subconscious and age like a good bottle of wine. In time, it will bear fruit. My Mission Statement

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